JP2009003718A - Access analysis method, access analysis system and access analysis program - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To make it possible to analyze a retrieval keyword used for accessing an offline content even when the content used for the offline exists on the way of an access route. <P>SOLUTION: An access analysis system is provided with: a retrieval keyword acquisition means 11 for acquiring a retrieval keyword in a retrieval engine when accessed from a user terminal A through the retrieval engine; a keyword information adding means 13 for adding information indicating the retrieval keyword to a content used for the offline so as to be displayed or printed out together with the content by displaying or printing the information by the user terminal A; a content provision means 14 for providing the content to which the keyword information is added to the user terminal A; a keyword information acquisition means 15 for acquiring keyword information from the content displayed or printed by the user terminal A; and a retrieval keyword analysis means 16 for analyzing the retrieval keyword from the acquired keyword information. <P>COPYRIGHT: (C)2009,JPO&INPIT

Description

  The present invention relates to an access analysis method, an access analysis system, and an access analysis program for analyzing a search keyword used when accessing content.

  In recent years, an increasing number of companies provide or sell products and services directly on the Internet website, and advertising on the Internet continues to expand to symbolize this. In addition to Internet advertising, Yahoo! SEO (Search Engine Optimization), which takes measures so that its website is displayed at the top when a keyword search is performed on search sites such as (registered trademark) and Google (registered trademark) ing. As a result, in addition to costing internet advertising and SEO and directing them to their own websites, when accessing their own websites, the keywords used on the search site are identified and the effects are analyzed. Therefore, increasing sales and profits is very important.

  For example, in Patent Document 1, a keyword used for a search at a search site is recorded in a log file of a server, and the number of uses is counted for each keyword. There has been disclosed a search keyword system that can easily and accurately grasp the trend of needs such as what kind of information is requested. In Patent Document 2, only access history information for an electronic commerce site is extracted from Internet access history information, URLs included in the history information are extracted, keyword classification is performed using a predefined table, An electronic commerce history analysis method is disclosed in which a behavior level of a user corresponding to is determined and a behavior analysis of the user is performed based on the classification result and the user profile.

  Also, in Patent Document 3, by installing and starting an information acquisition client program on an information viewer's client, the URL of the website browsed by the information viewer and browsing information on time are acquired on the information collector's server. The acquired browsing information is statistically processed by access time, gender, age group, and region, and detailed information on the Internet is automatically acquired by the information collector's server based on the statistical processing results. An information collection system is disclosed. Further, in Patent Document 4, the access source host name is extracted based on the access log information, the domain name is extracted, and the corresponding organization name is obtained by referring to the domain name organization name correspondence table prepared in advance. The URL of the request page is acquired from the access log information, and it is determined whether or not the link source is a search engine. When the link source is determined to be a search engine, the search keyword is acquired from the data referrer. An access source grasping device that performs cross tabulation of an organization name, a search keyword, and a browse page is disclosed.

JP 2002-123517 A JP 2000-242626 A Japanese Patent Laid-Open No. 10-124428 JP 2006-185279 A

  In systems such as those described in Patent Documents 1 to 4, the search keywords, search engines, page transitions, access date / time and stay time used when accessing a website via the Internet are also stored in the server log file. Since it is stored, it is possible to aggregate and analyze by using various analysis software and analysis services, and it is already used as marketing data. In addition, if the system completes online sales only by entering the personal information on the website and purchasing products or applying for services, etc., when accessing the website In addition to the search keywords used in the search, it is possible to specify the access route that has reached the target of the provider, such as purchasing a product or applying for a service, so that information is very important.

  However, if product purchases or service applications are not completed on the website alone, that is, on the website, digital data such as brochures, application forms, various materials, coupon tickets, and videos are downloaded, and then , If you reach the target of the provider by making an offline application for a service or making a purchase by visiting a real store, you can only analyze where the data was downloaded. There is a problem in that it is impossible to specify the access route that has been concluded from the downloaded data. Also, in such cases, it is not possible to perform analysis after identifying individuals. For example, specify search keywords that are used by applicants for specific provisions such as expensive products and services. Is also impossible.

  Therefore, in the present invention, even when content used offline (hereinafter referred to as “offline content”) is present in the middle of the access route, the search used for accessing the offline content is used. An object of the present invention is to provide an access analysis method, an access analysis system, and an access analysis program capable of analyzing a keyword.

  The access analysis method of the present invention includes a step in which a server acquires a search keyword in a search engine when accessed by a user terminal via a search engine, and the server is displayed or printed offline by the user terminal. Adding information indicating a search keyword (hereinafter referred to as “keyword information”) to the content used in the program so as to be displayed or printed together with the content, and the server adding the content with the keyword information added thereto to the user terminal The server includes: obtaining the keyword information from the content displayed or printed by the user terminal; and analyzing the search keyword from the obtained keyword information.

  According to the access analysis method of the present invention, when the server is accessed by the user terminal via the search engine, the server acquires a search keyword in the search engine, and stores information (keyword information) indicating the acquired search keyword. The added content (offline content) is provided to the user terminal. Thereafter, when the offline content is displayed or printed by the user terminal and used offline, the server acquires keyword information from the offline content displayed or printed by the user terminal. Thereby, the server can analyze the search keyword used when accessing the offline content from the acquired keyword information.

  Here, the user terminal refers to a communication terminal that can be connected to the server via a communication network such as a personal computer, a mobile phone, or another mobile terminal. In addition, content used offline (offline content) refers to digital data such as pamphlets, application forms, various materials, coupon tickets, videos and e-mails, all of which are downloaded to the user terminal. By being displayed or printed, it can be used offline. Note that “offline use” means use in a state where communication between the server and the user terminal is disconnected.

  When the server is accessed via a search engine by a user terminal, the server acquires a search keyword in the search engine in the search engine, and content used offline by being displayed or printed by the user terminal. Means (keyword information) for adding the information to be displayed or printed together with the content, means for providing the content with the keyword information added to the user terminal, and keyword information from the content displayed or printed by the user terminal. It can be realized by an access analysis system having means for acquiring and means for analyzing a search keyword from the acquired keyword information.

  In addition, the server is used offline when a computer is accessed by a user terminal via a search engine and by means of acquiring a search keyword in the search engine and displayed or printed by the user terminal. Means for adding information indicating a search keyword (keyword information) to the content so that it can be displayed or printed together with the content, means for providing the content with the keyword information added to the user terminal, and displayed or printed by the user terminal It can be realized by means for acquiring keyword information from the content and an access analysis program for functioning as means for analyzing the search keyword from the acquired keyword information.

  According to the present invention, even when content that is used offline, that is, when offline content is present in the middle of an access route, it is possible to analyze a search keyword used when accessing the offline content. is there. For this reason, the application form, various materials, coupon tickets, digital data such as videos are downloaded on the website, and then the application for the actual service or the purchase by visiting the real store is performed offline. However, it is possible to specify the search keyword that led to the contract. In such a case, since an analysis can be performed after an individual is specified, for example, a search keyword used by an applicant of a specific offer object such as a high-priced product or a high-priced service is specified. Can also be used effectively for marketing.

  FIG. 1 is a schematic configuration diagram of an access analysis system according to an embodiment of the present invention, and FIG. 2 is a block diagram showing details of the access analysis system of FIG.

  1, the access analysis system according to the embodiment of the present invention includes a web server 1 connected to the Internet N as a telecommunication line and accessible by a user terminal A via the Internet N. The user terminal A is a personal computer (PC), a personal digital assistant (PDA), a mobile phone terminal, or the like, and includes a browser for accessing the web server 1.

  As shown in FIG. 2, when the web server 1 is accessed by the user terminal A via the search engine and the content storage means 10 for storing the content to be provided to the user terminal A, the search keyword in the search engine is stored. Search keyword acquisition means 11 to be acquired, keyword information storage means 12 to store keyword information indicating the acquired search keyword, keyword information addition means 13 to add keyword information to content provided to the user terminal A, and keyword information From the content providing means 14 for providing the added content to the user terminal A, the keyword information obtaining means 15 for obtaining the keyword information included in the content provided to the user terminal A, and the keyword information obtained by the keyword information obtaining means 15 Solve search keywords A search keyword analysis unit 16 for, and an analysis result output unit 17 for outputting the analysis result of the search keyword analysis unit 16.

  Content stored in the content storage means 10 includes document files such as HTML files for each web page provided to the user terminal A, images, music, pamphlets, application forms, various materials, coupon tickets, videos, e-mails, etc. It is digital data of content.

  The search keyword acquisition unit 11 acquires a search keyword in the search engine from the referrer when accessed by the user terminal A via the search engine. Acquisition of the search keyword from the referrer is known as described in Patent Document 4 and the like, and thus detailed description thereof is omitted. In addition, the search keyword acquisition unit 11 uses, as keyword information indicating the acquired search keyword, a text of the search keyword itself, a two-dimensional bar that can be decoded later by the keyword information acquisition unit 15, the search keyword analysis unit 16, and the like. Coded in a format such as a code or a unique ID is stored in the keyword information storage means 12.

  The keyword information adding unit 13 adds the keyword information to the content used offline by being displayed or printed by the user terminal A so that the keyword information is displayed or printed together with the content.

  The content providing unit 14 provides the user terminal A with the content added with the keyword information by the keyword information adding unit 13. The user terminal A can be used offline by displaying or printing the content provided by the content providing means 14.

  The keyword information acquisition unit 15 acquires keyword information from the content displayed or printed by the user terminal A, and is configured by an input unit such as a scanner or a keyboard. The keyword information acquisition unit 15 acquires keyword information by reading offline content displayed or printed by the user terminal A with a scanner or inputting with a keyboard.

  The search keyword analysis means 16 analyzes the search keyword from the acquired keyword information. When the keyword information is encoded as described above, the search keyword analysis means 16 decodes it into the original search keyword text. Further, the search keyword analysis means 16 performs analysis such as aggregation and analysis of search keywords used when accessing offline content. The analysis result output means 17 outputs the analyzed keyword by a display, a printer or the like.

  The processing procedure by the access analysis system having the above configuration will be described in more detail based on the flowchart of FIG.

(S100) The user accesses the service provider's web server 1 through the user terminal A.
(S101) When the web server 1 is accessed from an external URL (Uniform Resource Locator) of the search engine, the web server 1 provides a reference source URL (referrer) from the web server 1 to the user terminal A (Hypertext Markup Language). It is obtained by executing program code such as JavaScript embedded in the document. This program code causes the web server 1 to function as the search keyword acquisition unit 11.

(S102) The search keyword acquisition unit 11 generates a unique ID (user ID) based on the access time by the user terminal A and the IP (Internet Protocol) address. For example, when there is an access from the IP address 255.255.255.255 at 1: 02: 3 on May 12, 2007, it is set to “20070512010203255525255255”. It is also possible to obtain the time in milliseconds and not include an IP address.

(S103) The search keyword acquisition means 11 adds the reference source URL and the user ID as URL variables, and calls a CGI (Common Gateway Interface) program described in Perl, PHP: Hypertext Preprocessor, etc. as an image file (source code) Example: <img src = "/ cgi-bin / log.cgi? Id = 20070512010203255255255255 & url = www.google.co.jp / search? Q = xxxxx">).

(S104) Then, the CGI program (search keyword acquisition means 11) called as an image file records the reference source URL and the user ID as keyword information in the keyword information storage means 12 based on the URL variable. At this stage, the type of search engine, character code, etc. are analyzed, and the search keyword is restored. In the keyword information storage unit 12, the restored search keyword can be associated with the user ID and stored as keyword information.

(S105) A program code (search keyword acquisition means 11) such as JavaScript generates a cookie and writes the user ID in the browser of the user terminal A.
(S106) The user moves to a download page for offline content such as an application form, a document, a pamphlet, and a coupon ticket while referring to each page by the user terminal A.

(S107) The keyword information adding means 13 calls Cookie from the browser of the user terminal A, generates an image of keyword information, PDF (Portable Document Format), etc. based on the user ID, and downloads the generated image, PDF, etc. Are inserted into offline content such as application forms, materials, pamphlets and coupon tickets, and then displayed or printed on the user terminal A.

(S108) The user uses the offline content by mailing the printed application form to the service provider or presenting the coupon ticket displayed on the user terminal A to the service provider.
(S109) The service provider uses the keyword information acquisition means 15 to read the keyword information embedded in the offline content with a scanner or input it with a keyboard.

(S110) The keyword information acquired by the keyword information acquisition means 15 is decoded by the search keyword analysis means 16 into the original search keyword with reference to the keyword information storage means 12.
(S111) The search keyword analysis unit 16 appropriately analyzes the search keywords such as tabulation and analysis, and the analysis result output unit 17 outputs the result.

  As described above, in the access analysis system according to the present embodiment, even when content that is used offline is in the middle of an access route, such as a printed application form, when accessing the offline content, It is possible to analyze the search keywords used in For this reason, the application form, various materials, coupon tickets, digital data such as videos are downloaded on the website, and then the application for the actual service or the purchase by visiting the real store is performed offline. However, it is possible to specify the search keyword that has led to the contract. In such a case, since an analysis can be performed after an individual is specified, for example, a search keyword used by an applicant of a specific offer object such as a high-priced product or a high-priced service is specified. Can also be used effectively for marketing.

  In the access analysis system shown in FIG. 1, content storage means 10, search keyword acquisition means 11, keyword information storage means 12, keyword information addition means 13, content provision means 14, keyword information acquisition means 15, The search keyword analysis unit 16 and the analysis result output unit 17 are all provided. However, they can be configured by a plurality of servers including a web server and an ASP (Application Service Provider) type management server.

  FIG. 4 is a schematic configuration diagram showing another embodiment of the access analysis system of the present invention. In this case, the content storage means 10, search keyword acquisition means 11, keyword information storage means 12, keyword information addition means 13, content provision means 14, keyword information acquisition means 15, search keyword analysis means 16 and analysis result output means 17 are managed. The web server 1a, 1b, 1c is configured to embed only the program code for calling the management server 2 in the HTML document.

  In this case, in order to be able to manage a large number of websites on the web servers 1a, 1b, and 1c by one management server 2, a unique site ID is assigned in advance to each website, and this site is assigned to keyword information. ID is included. Thereby, it becomes possible to easily analyze the search keywords of a large number of websites by one management server 2.

An actual operation example of the access analysis system will be described.
(Example 1)
(1) Mr. C who is a user searches for the search keyword “PC repair Fukuoka” with the search engine “Yahoo! ™” on the user terminal A at 20:12:34 on May 20, and the search The website of the store D is selected from the results and accessed (step S100 in FIG. 3). At this time, steps S101 to S105 in FIG. 3 are executed.

(2) Mr. C refers to the website of the store D and finally downloads the application form (step S106 in FIG. 3). At this time, step S107 in FIG. 3 is executed, and as shown in FIG. 5, a two-dimensional code having keyword information “200705202012234255255255255 Yahoo! PC repair Fukuoka” is inserted into the footer portion of the application form. It is possible to insert not only in the two-dimensional code format but also in a one-dimensional barcode or text format.

(3) Mr. C downloads the application form in which the two-dimensional code is embedded, prints it, bundles it with a personal computer, and ships (carry) it to the store D.
(4) At the store D, the two-dimensional code shown in FIG. 5 is read using a two-dimensional code reader (step S108 in FIG. 3). As a result, the keyword information related to the sales of “200705202012234255255255255 Yahoo! PC repair Fukuoka” is captured. If the keyword information is inserted in the application form in text format, a two-dimensional code reader is not necessary. Further, it is possible to refer to other data stored in the keyword information storage unit 12 based on the ID “200705202012234255255255255”.

(Example 2)
(1) Mr. I who is a user uses a mobile phone as a user terminal A at 17:56:19 on May 21 and uses the search engine “Yahoo! ™” as a search keyword “all-you-can-drink in Yakiniku Fukuoka City” The website of G store is selected from the search results and accessed (step S100 in FIG. 3). At this time, steps S101 to S105 in FIG. 3 are executed.

(2) Mr. I refers to the website of the G store, and finally downloads the coupon ticket (mail transmission) to the mobile phone (step S106 in FIG. 3). At this time, step S107 in FIG. 3 is executed, and as shown in FIG. 6, text data having the keyword information “20070521175561255525255255 Yahoo! Yakiniku Fukuoka City all-you-can-drink” is inserted in the footer portion of the coupon ticket.

(3) Mr. I comes to the G store at a later date and presents a mobile phone on which the coupon ticket is displayed at the G store (step S108 in FIG. 3). At the G store, the search keyword related to the sales “Yahoo! Yakiniku Fukuoka City all-you-can-drink” is written, and the keyword information acquisition means 15 later inputs the data into spreadsheet software or the like as data. When the keyword information is a two-dimensional code, it can be read by a two-dimensional code reader.

  The access analysis method, access analysis system, and access analysis program of the present invention are useful as a method, system, and program for analyzing a search keyword used when accessing content. In particular, the present invention is suitable as a method capable of analyzing a search keyword even when content used offline is present in the middle of an access route.

It is a schematic block diagram of the access analysis system in embodiment of this invention. It is a block diagram which shows the detail of the access analysis system of FIG. It is a flowchart which shows the process sequence by the access analysis system of FIG. It is a schematic block diagram which shows another embodiment of the access analysis system of this invention. It is a figure which shows the application form which is an example of offline content. It is a figure which shows the coupon ticket which is an example of offline content.

Explanation of symbols

1, 1a, 1b, 1c Web server 2 Management server 10 Content storage means 11 Search keyword acquisition means 12 Keyword information storage means 13 Keyword information addition means 14 Content provision means 15 Keyword information acquisition means 16 Search keyword analysis means 17 Analysis result output means

Claims (3)

When the server obtains a search keyword in the search engine when accessed by the user terminal via the search engine;
Information indicating the search keyword (hereinafter referred to as “keyword information”) is displayed or printed together with the content on the content that is used offline by the server being displayed or printed by the user terminal. A step to add to
The server providing the user terminal with the content with the keyword information added thereto;
The server obtaining the keyword information from content displayed or printed by the user terminal;
An access analysis method comprising: a step of analyzing the search keyword from the acquired keyword information. Means for obtaining a search keyword in the search engine when accessed by the user terminal via the search engine;
Means for adding information indicating the search keyword (hereinafter referred to as “keyword information”) to the content displayed or printed by the user terminal so as to be displayed or printed together with the content. When,
Means for providing the user terminal with the content with the keyword information added thereto;
Means for acquiring the keyword information from content displayed or printed by the user terminal;
An access analysis system comprising means for analyzing the search keyword from the acquired keyword information. Means for obtaining a search keyword in the search engine when accessed by the user terminal via the search engine;
Means for adding information indicating the search keyword (hereinafter referred to as “keyword information”) to the content displayed or printed by the user terminal so as to be displayed or printed together with the content. When,
Means for providing the user terminal with the content with the keyword information added thereto;
Means for acquiring the keyword information from content displayed or printed by the user terminal;
An access analysis program for causing a computer to function as means for analyzing the search keyword from the acquired keyword information.

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